This week's review of ad fraud and quality in the digital advertising space.

1. What is ads.cert, and how can it help reduce ad fraud in programmatic?

Pixalate's detailed blog post dives into the IAB's upcoming ads.cert initiative, which aims to address the falsification of information in the bid request. If you think of a programmatic ad transaction as a huge game of telephone — in which many different players have access to the message from Point A to Point Z — ads.cert essentially allows the final player (the buyer) to validate the original message with the first player (the seller).

Learn more about ads.cert to see how it works and how it can help reduce ad fraud in programmatic.

2. Webinar recap: Reducing IVT in mobile apps

Pixalate recently hosted a webinar featuring experts from RhythmOne, Centro, and InMobi to discuss best practices for reducing invalid traffic ("IVT") in mobile apps. You candownload the webinar on demand here, or read the recap and watch the webinar on our blog. The panel experts discuss the challenges that are unique to mobile apps and reveal some of the best tips and tricks for reducing IVT within mobile apps.

3. WSJ: AT&T 'in talks' to buy AppNexus for $1.6 billion

According to the Wall Street Journal, AT&T is "in talks" to buy AppNexus for "around $1.6 billion." The WSJ notes that such a deal "would give the telecom giant a foothold in digital ad sales as it seeks to become a challenger to Alphabet Inc.’s Google and Facebook Inc."

4. Media transparency concerns linger 2 years after K2's report

"It’s been two years since the Association of National Advertisers, working with consultancy Ebiquity and investigative firm K2, droppeda damning report on agency transparency," wrote AdExchanger. But, per AdExchanger, according to Bill Duggan, group EVP of the ANA, transparency is "at an all-time low." AdExchanger wrote: "In a way, the K2 report deepened the rift between advertisers and agencies," the article added.

5. What does 'in-house' mean? It depends who you ask

"Advertiser Perceptionspolled 700 US marketers in May and found that there's debate on how to define in-housing," reported eMarketer. "Respondents were evenly split between three options: working with a demand-side platform (DSP) and agency, working with just a DSP or managing campaigns internally through enterprise software."

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Disclaimer: The content of this blog reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.

Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes.”

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